Core Health & Fitness has appointed James Moffat as UK national sales manager.

In his new role, Moffat, who has almost 14 years experience in the commercial fitness industry, will be responsible for creating sustainable sales growth for the business.

Coming from a Sports Development and Coaching background, Moffat has spent his career cultivating strong working relationships and, according to a release, has 'regularly contributed to the success of company initiatives', in 2015 he was responsible for organising all dealer activities and functions, generating $26m for the company he was working for at the time.

Most recently, Moffat was responsible for building and developing strategic European business frameworks through direct and distribution model sales.

Peter Webb, VP of EMEA Sales at Core Health & Fitness, said: "James is a strong addition to the team, allowing us to focus on key aspects of growth within our UK direct operations. His knowledge and industry experience provide a great opportunity for him to lead our team and maximise Core's potential, utilising our strong four brand offering of the Star Trac, Stairmaster, Nautilus and Schwinn product range."

Moffat said: "The fitness industry is such an exciting place right now. Users are much more well informed on health and fitness than ever before and the advances in digital and wearable technology has evolved the whole landscape of fitness. I look forward to being part of the Core team delivering world class brands to help drive change."